TikTok Content Value Persists

Shaan Puri shares his perspective on the future value of TikTok content creation, using the framework of "doors vs windows" opportunities. He believes that while the immediate monetization path isn't clear, creating popular content on TikTok will prove extremely valuable.

Key Points:

• Current TikTok Show Success Examples:

  • Show about buying/selling watches: 14M views, 2M likes, $2,000 budget
  • "Keep the Meter Running" taxi show: 2.4M likes, 160k followers
  • "Einstein Elementary" explaining stock market: 1M likes, 100k followers

• Doors vs Windows Framework:

  • Windows: Opportunities where value is clearly visible
  • Doors: Opaque opportunities where value isn't immediately clear
  • TikTok is a "doors" opportunity - unclear exactly how value will be captured

• Why TikTok Shows Will Be Valuable:

  • Platform is fastest growing social media app
  • Being one of fastest growing channels on fastest growing platform has inherent value
  • Future monetization paths will emerge, similar to YouTube and Twitch
  • Traditional TV-style shows will migrate to TikTok at 1000x scale
  • Most people avoid "door" opportunities, creating less competition

• Current Limitations:

  • Unclear immediate monetization strategy
  • Millions of views don't directly translate to revenue
  • Many people dismiss opportunity due to unclear business model

• Future Prediction:

  • In a few years, people will be making $100M+ from TikTok
  • Similar to evolution of YouTube (Mr. Beast) and Twitch (Ninja)
  • Need to wait for 5 success stories before it becomes a gold rush